The UFC has received pushback on the use of artificial intelligence when it comes to their production, and despite that, the promotion will continue to utilize AI, and other technologies like it moving forward.
While the topic of AI is divisive around the world — especially when it comes to media and sports content — the UFC’s Chief Content Creator Craig Borsari says they will continue to use it as he believes it to be more of a bold, risk-taking road to travel, and also to make the current way of doing things better.
“Well, I think AI affords production groups when it comes to storytelling, it affords us some tools that, maybe, we wouldn’t be able to implement, or be as efficient with in the past,” Borsari told the NY Post. “The way we look at AI is not a substitute for content creation, but rather a way to amplify it.
“So if there are things that we can do utilizing AI, it’s no different than maybe using a green screen. I mean, it’s a technique and technology that is evolving at a credible rate, and I like to tell my team, ‘If we’re not pushing the envelope and looking for different ways to do things and storytelling, then we’re not doing our jobs. So the last thing I want my team to be is stagnant and play on our heels and play it safe.”
UFC CEO Dana White was asked about the UFC diving into AI following UFC Seattle, and the fan backlash of the decision, and White sent a message to the masses.
“AI is coming, and if we’re using AI, who gives a shit? … How about this: Shut the f*ck up and watch the fights,” White said.
Borsari was asked to comment on AI being a hot-button topic, and people being staunchly against it. But like White, Borsari said they will continue to dive in as AI continues to add more tools.
“We will continue to look for ways to not only use AI, but other technological advances and push the envelope in the way we present our product — both on the original production side, as well as the live event side,” Borsari said. “Like I said, we’re still relatively in the early stages of AI, and the way we will work with AI isn’t just to put in some prompts and take whatever product is spit out and move on.
“Our editors, our producers, we’re going through color-correction, they’re using it as a tool to create content. And there are a lot of tools that we use on the technology side to help amplify and advance the way we create pieces. I encourage the team to look for ways to continue to utilize it, but it’s not just AI. We’re looking at advances on the audio side in new technology that has become available and, again, we like to be at the forefront of this stuff. … We will continue to use AI and other technology to try to create content in a way that we weren’t able to in the past.
